Our Executive Team


Cynthia Lawrence

Cynthia Lawrence, President

Cynthia Lawrence is President and founder of two companies, PerformanceLink and Design Marketing. Under her guidance since 1986, Design Marketing has created branding programs for over 150 companies. In 2000, she led the development of a proprietary business process application known as PerformanceLink in the field of employee recognition, providing a total recognition solution for a wide range of organizations, which include several Fortune 500 firms, such as Booz Allen Hamilton, Novozymes, Owens & Minor.

Committed to the importance of education, Lawrence founded an organization of women business leaders in 1996, The Commonwealth Council, that raises scholarship funds for working women of need who wish to finish their undergraduate education and demonstrate leadership potential. She is also the founder of Food for Thought, a community edible education partnership establishing gardens and kitchen classrooms throughout urban Roanoke City middle schools.

Lawrence is the President of the Virginia Lottery, serves on the Board of Directors for Virginia Western Educational Foundation, The Foundation for the Roanoke Valley, and Mill Mountain Theatre. She has served as President of the Virginia Museum of Transportation, President of The Science Museum of Western Virginia, a member of the Board of Directors for Virginia Opera, and Opera Roanoke. A 1984 graduate of Virginia Tech, Lawrence worked in New York City for Saks Fifth Avenue as a merchandise buyer before founding her company.


 
Kathy Barton

Kathleen V. Barton, Senior Vice President

Kathy is a senior marketing officer focused on creating innovative strategies and tactics to drive revenue and support corporate goals. She brings over 20 years executive experience in designing and executing high-impact marketing plans for software, telecommunications, on-demand and technology services companies to PerformanceLink.

Trained early in her career by British Telecom and GE Information Services, Kathy’s expertise includes strategic marketing, branding, product management, web marketing, social media, marketing communications, lead generation, advertising, public relations, employment branding and strategic alliances. Kathy is highly effective in building, managing and integrating high-performing teams, whether acquired through direct hire, acquisition or reorganization.

Additionally, she has extensive experience in international product marketing, directing the multi-country, multi-language launch of over 25 new software products and services using both indirect and direct distribution channels.


 
Paul Denfeld

Paul Denfeld, Vice President, National Programs

Paul is a Certified Recognition Specialist based in our Northern Virginia office. He is a graduate of Bethany College (WV) and holds a Master’s Degree in Sports Administration and Facility Management from Ohio University. He worked for the Washington Redskins from 1985-1991 and served as Director of Marketing and Stadium Operations for much of that time. Paul’s diverse background, broad perspective, and enthusiastic spirit strengthen our company’s capacity for creative problem solving and critical thinking, always with our clients’ goals and needs top of mind. His background also includes product marketing and production, event management, retail merchandising, and corporate branding and promotional campaigns. He has been a business owner and understands the challenges and rewards of managing people – their work environment, expectations, and work/life balance.


 

James M. Dillon, CPA, Retired partner Deloitte & Touche

A founding partner of PerformanceLink Systems, Inc. and the company’s Vice President of Finance, Mr. Dillon is experienced in management advisory services, consulting and financial institution audit. He has had extensive practice activity in the areas of:

  • Business valuations
  • Mergers and acquisitions
  • Accounting systems reviews and evaluations

He is also a Life Member and former professional development instructor in the American Institute of Certified Public Accountants programs.